You’re almost ready to launch — but before you do, here’s what we’ve seen make all the difference:
Campaigns with early support from family and friends raise up to 2X more funds.
To build momentum, we recommend getting 3–5 donations from people you know shortly after launching — before sharing your campaign widely on social media.
Think of it like a dance floor — no one wants to be the first one on, but once a few familiar faces step up, others feel comfortable joining in. The same is true for your campaign.
Those first 3–5 donations from close friends or family are powerful. They show others that your campaign is real, supported, and deserving of support.
Early donors often include heartfelt messages that vouch for your character and story — helping build trust with potential donors who may not know you personally.
Seed donations don’t just get the ball rolling — they show that your target is achievable. They give your campaign momentum, credibility, and an emotional anchor for others to follow.
The fastest way to build early momentum is by reaching out personally.
Start by sending a short, sincere message to close friends and family via WhatsApp, Messenger, or Email. Let them know your campaign is active — and how much their early support would mean to you.
Be clear and specific: What are you raising funds for? Why does it matter to you? What difference will their support make?
Once you’ve received a few initial donations, you can post your campaign link to your WhatsApp Status, family groups, or community chats to grow your support circle.
Early messages set the tone. Personal connection creates trust. And trust leads to donations.
It’s tempting to post your campaign right away — but going public too soon can make it harder to gain traction.
Campaigns shared with a wide audience while still sitting on R0 often struggle to get support. Without early donations to build trust, even powerful stories can be overlooked.
Start with private messages. A few early donations give your campaign credibility and make it easier for others to follow.
A little patience upfront can make a big difference in the long run.
Once you’ve had your first donations, expand your reach to:
Extended family, neighbours, co-workers
Social media friends and followers
School, university, church or community networks
WhatsApp groups, local businesses, alumni communities
Nonprofits, media, or influencers who align with your cause
Personalise your message, explain the impact their support will have, and invite them to donate or help share your campaign.
Launching a crowdfunding campaign can feel overwhelming — but you don’t have to figure it all out on your own.
This 14-day guideline is not a checklist or a rulebook. It’s a practical, compassionate roadmap built from what we’ve seen work best across thousands of successful BackaBuddy campaigns.
Each day offers one simple, doable action to help you build momentum, grow your reach, and deepen connection with your supporters — all in a way that feels authentic to you. Whether your cause is personal, joyful, or rooted in something more difficult, we’re here to help you share your story with confidence.
Use what feels right, skip what doesn’t, and come back to it anytime you need support.
Day 0: Let’s Get Your Campaign Ready to Succeed
Before sharing your campaign, here’s how to set yourself up for success:
Write a clear, heartfelt story (200–500 words):
Who you’re fundraising for
What the funds are for
Where this is happening
Why now
What donations will cover
End with a thank you and a call to action
Add 3–5 high-quality, friendly images
Optional: Film a short 30–60 second video introducing yourself and your cause
Set a realistic, specific goal (e.g. R2,000 for school fees or R5,000 for medical transport)
Enable thank-you messages
Wait to verify — we’ll do that after a few donations
Campaigns with strong stories, clear visuals, and a video raise up to 4x more.
Day 1: Start With Seed Support
Before going public, message 5–10 close friends or family privately via WhatsApp, Messenger or Email.
Suggested message: “Hi [Name], I’ve just launched a crowdfunding campaign on BackaBuddy to help with [brief description – e.g. my mom’s surgery or school fees. Before I share it more widely, I wanted to ask if you’d consider being one of the first to support it — even a small donation or a quick share would mean a lot. Here’s the link: [insert link]“
Campaigns with early support raise up to 2x more.
Day 2: Share on WhatsApp Status and Small Groups
Once you’ve received 3–5 donations, it’s time to share a little wider.
Post to your WhatsApp Status
Share in family, school, or neighbourhood groups
Suggested message for groups: “We’ve just launched our BackaBuddy campaign to help with [brief cause]. Thank you to everyone who’s already helped. If you’d like to support or share, here’s the link: [insert link]”
Suggested WhatsApp Status: “Raising funds for [short cause]. Please support or share [insert link]”
How to post a WhatsApp Status:
1.Open WhatsApp 2.Tap Status 3.Tap the Pencil icon to write your message 4.Paste your link 5.Tap the spacebar after your link (this shows the preview) 6.Tap Send
Tip: Refresh your status every few days with thank-you updates or new progress.
Day 3: Reach Out to Your Wider Network
Think of people outside your close circle who would still care:
Extended family
Old classmates or teachers
Former or current colleagues
Church or community groups
Send a brief, warm message with your campaign link. A personal approach goes a long way.
Day 4: Post Publicly on Social Media
You’re ready to post more broadly.
Tips:
Write a friendly caption (2–3 lines)
Add a photo or video
Include the donation link or say “link in bio”
Example Facebook post (150–200 words):
“We’ve launched a BackaBuddy campaign to support [Name], our [relationship if applicable – e.g. daughter or friend]. So far, we’ve raised R[amount] of our R[goal] — and we are so grateful. Donations will help cover [short impact – e.g. physio or school fees]. Please support or share if you can. [Insert link]
Instagram post example:
“We’ve launched a campaign to help [Name] with [brief cause]. R[amount] raised so far of our R[goal]. Every bit helps. Link in bio.”
Tip: Pin your post to your profile and tag people who’ve supported you.
Ask 2–3 friends or early donors to reshare your post with a personal note.
Suggested message:
“Hi [Name], thanks again for your support. Would you mind resharing the post I shared about the campaign, and maybe adding a few words about how you know me or why you chose to support? Here’s the link to the post: [post link] Campaign link: [BackaBuddy link]”
Example caption they can use:
“I’m resharing this post from [Your Name]. They’re raising funds for [cause] and I’ve already donated. If their story moves you, please donate or share: [insert link]”
Also do this:
Go to your campaign page > Manage Campaign > Edit
Add the link to your original social media post so others can find and reshare it
Tag and thank supporters when they reshare
Day 6: Film a Quick Campaign Video (If You Haven’t Yet)
A 30–60 second video filmed on your phone can boost donations up to 4x.
What to say:
Introduce yourself
Share what’s happening
Say why help is needed now
End with: “If you can support or share, we’d be grateful”
Upload your ID and banking details (secure and confidential)
Verification builds trust and allows payout
If anything is unclear, your campaign manager is here to help.
Day 8: Share in Groups or Forums
Expand your reach by sharing in:
Local Facebook or community groups
WhatsApp chats with neighbours or teams
Forums or cause-based spaces
Include a short, genuine message — don’t just post a link.
Day 9: Share a Story or Video Update
Post a quick thank-you or progress update to keep your story visible.
Suggested caption:
“We’ve raised R[amount] so far — thank you. This campaign is for [Name], who is [short story]. We’re close to our goal of R[target]. If you’d like to support or share: [link]”
How to post a link in Instagram Stories:
1.Tap Stories 2.Select a photo/video 3.Tap the Sticker icon 4.Choose the Link sticker 5.Paste the link and customise text 6.Post
Day 10: Celebrate a Milestone
Whether you’ve raised R1,000 or more, thank your supporters.
Suggested caption:
“Thanks to over [donor count] people, we’ve raised R[amount] of R[goal]. This has already helped us [impact so far]. [Name] is [brief description]. This support has [e.g. lifted a huge weight]. Thank you. If you’d like to support or share, here’s the link: [BackaBuddy link]”
Day 11: Share Again (With a New Angle)
Most people need reminders. Share again with a fresh approach:
Use a different photo
Add a short update
Include a quote or story
Mention how support is helping
Day 12: Follow Up Personally
Message people who:
Said they’d donate
Reacted but didn’t click
Helped in past campaigns
Use a gentle reminder: “Hi [Name], just checking in — no pressure, but if you’d still like to support or share, here’s the link.”
Day 13: Share Your Story with the Media (Optional)
If your campaign has 20+ donations and a strong story, you can explore media coverage.
We’ll send the update on your behalf. Donor updates keep supporters engaged and help build long-term trust.
There’s no perfect way to run a campaign. What matters is showing up, sharing honestly, and staying connected. The BackaBuddy team is here to help you every step of the way — from setting up your campaign to reaching new audiences.
If you ever feel stuck or unsure, reach out. You’re not alone — and you’ve got this. Get your questions answered by our friendly support team, Contact Us.
To get your campaign fully verified and ready to receive donations, you’ll need to upload a bank account confirmation letter. This letter helps us ensure the account details on your campaign are valid and linked to you (or your organisation).
We know admin isn’t the most exciting part of crowdfunding — but we’ve made it as easy as possible. Below are step-by-step instructions to help you download the letter from your bank.
If you run into any trouble, don’t worry — we’re here to help.
Once you’ve got your confirmation letter, head to your campaign dashboard, go to the Verification section, and upload your document.
Double check the following before uploading: ✔ Your full name is clearly visible ✔ Banking details match what’s listed on your campaign ✔ The letter is dated within the last 3 months ✔ The file is a PDF or clear image (JPG/PNG)
We recommend doing this as soon as you can — this is the final step before your funds can be paid out.
Launching a crowdfunding campaign is just the first step towards raising funds for your cause. To achieve your fundraising target, it’s essential to engage with your network effectively and at the right time to maximize your campaign’s reach and appeal to potential donors.
In this guide, we have compiled a list of 7 Effective Ways that you can promote your crowdfunding campaign successfully and receive support from your network and the wider donor community.
With over R610 million raised for various causes nationwide, we have the experience and expertise to support you. Whether you need funds for medical needs, tuition fees, or any other cause, this is the right place.
Optimize Your Campaign
To achieve your crowdfunding goals, it’s essential to optimize your campaign content before promoting it to a wide audience. Craft a clear, emotive story explaining the beneficiary’s situation and the impact donations will have on them.
Include high-quality images and a one-minute videoto enhance your campaign’s credibility and engagement. Studies show that videos can increase donations 4X and social media shares 7X. It is also important to ensure that your fundraising target is transparent, realistic, and aligned with the beneficiary’s needs.
To kickstart your crowdfunding campaign and receive your first donations, it’s crucial to reach out to your personal network of friends and family first via direct messages.
They are more likely to support your cause and be willing to donate, as they already trust you and have a relationship with you.
Having initial donors can create social proof and make your campaign more attractive to potential donors who may be hesitant to be the first to contribute. This can help you attract more donations and create momentum for your campaign.
You can send your campaign to your family and friends through instant messaging apps like WhatsApp, Facebook Messenger, or email, with a short, personalized message introducing your campaign and what you are fundraising for.
Research shows that 98% of instant messages are opened and read within the first 3 seconds, making it a fast and effective way to promote your campaign at the start.
An idea of a message you could send:
98% of Instant messages are typically read within 3 seconds, making it the perfect way to reach out to your immediate circle.
Reach Out To Your Wider Network
To maximize your chances of receiving more donations towards your crowdfunding campaign, it’s crucial to expand your reach beyond your immediate circle.
After securing a few initial donations, you should reach out to your wider network, which includes extended family, neighbours, co-workers, social groups, acquaintances, members of your community, and the wider public.
Additionally, consider collaborating with influencers, non-profit organizations, or businesses that share your cause to expand your reach even further.
As your campaign gains momentum and becomes more trustworthy, a broader audience is more likely to show their support.
Personalize your message to each group, highlighting the impact their donation will create, and ask them to share your campaign with people they know.
Reach Out On Social Media
To maximize the reach and success of your crowdfunding campaign, social media can be a powerful tool.
Research shows that sharing your campaign on social media, once you have secured at least 5-10 donationsfrom your immediate circleand your wider network, can increase your campaign’s chances of success 5X.
This is because potential donors, especially those who don’t know you personally, are often hesitant to be the first to donate, but are more likely to contribute when a campaign begins gaining traction.
To effectively promote your campaign on social media, it’s important to personalize your message and highlight the impact that donations will create. Accompany your posts or stories with a high-resolution image or short video to enhance your message and capture the attention of your followers.
Don’t just share your crowdfunding campaign link on its own; make sure to introduce your campaign and encourage your followers to donate and share your campaign on their social media channels.
To increase the reach of your crowdfunding campaign even further, consider reaching out to local media outlets once you have received 10-20 donations and your campaign has gained momentum.
Local online blogs, newspapers, radio stations, and TV stations have the ability to reach thousands or even millions of potential donors who may be interested in covering your story.
To reach out, write a press release in the third person that includes relevant quotes from you or your beneficiary, along with images or a video. Consider publishing your press release on free distribution sites like MyPR and MyPressportal.
To find media contacts, download The South African Government Media Directory, visit the “contact us” section of a publication in your area, or reach out to journalists on social media.
If your campaign has media potential, you reach an unlimited audience of supporters.
Share Updates & Milestones
Donors want to feel connected to the cause they’re supporting, so it’s crucial to keep them engaged and informed.
Regularly sharing updates on your crowdfunding campaign’s progress, including the milestones you’ve achieved and challenges you’ve overcome, can encourage donors to continue supporting your campaign.
By doing so, donors will trustyour campaign more and see the impact they have helped create. It’s also essential to thank your donors individually and publicly and consider sharing testimonials or stories from the people who have benefited from your campaign.
These updates not only build trust but also foster a sense of community and motivate continued support
Conclusion
In conclusion, while it is essential to expand your reach to attract a wider audience of potential supporters for your crowdfunding campaign, it is equally important to engage with your immediate network first.
By reaching out to your immediate circle through personal, direct messages, you can build trust, and credibility, and gain the initial momentum needed to attract donors in your wider network and the wider donor community.
Reaching the right people, at the right time, with the right message, will increase your crowdfunding campaign’s likelihood of success.
Creating a fundraising campaign that successfully raises funds for someone in need starts with crafting a compelling crowdfunding story. Your story is the foundation upon which you can build an emotional connection with potential supporters and inspire them to donate to your cause.
In this guide, we have compiled a list of 10 essential elements to consider when writing a powerful online appeal, now with updated insights and a few timeless tips drawn from previous years of experience.
Get inspiration from skilled storytellers
Before penning your story, take some time to explore successful fundraisers and their stories. Look for examples of courageous storytelling that moved you to tears, touched your heart, or left you feeling inspired. Reflect on the specific aspects of these stories that resonate with you and consider how you can incorporate similar elements into your own narrative.
You may also find it helpful to explore online media articles or blog posts relevant to your cause, or link to a social media page that shares regular updates.
Give your fundraiser a title
The title of your fundraiser is the first introduction to your campaign. It holds immense power as it draws attention to your plight and can encourage potential donors to visit your campaign page. Will you choose a lighthearted approach to grab attention or an emotive one to tug at heartstrings? Whatever you choose, make sure to include the name of your beneficiary and highlight their specific need for fundraising.
Introduce your beneficiary
Begin your crowdfunding story by introducing the person or people you are fundraising for. Who are they? What is their name, age, and where do they come from? What are their achievements, dreams, or struggles?
Provide meaningful background information and include a few personal details to help readers form a connection. Mention local details where possible (e.g., a nearby school or hospital) to make your campaign feel more relatable to local donors.
As the storyteller, what is your personal relationship to the beneficiary or the cause? Sharing your personal connection can help build trust and credibility with potential supporters, and allow them to better empathize with your cause.
Eldorét Visser started her BackaBuddy campaign with the hope of reclaiming her health after a life-changing breast cancer diagnosis. As a first-time mom and newlywed, she faces major surgery and a long recovery with limited medical aid support. Through this campaign, Eldorét hopes to ease the financial strain, heal fully, and continue being the strong, loving mother and woman she is meant to be.
What led you to crowdfunding?
Capture the defining moment that motivated you to start your crowdfunding campaign. What specific event or circumstance sparked your decision to seek support from others? Whether it was a personal experience, financial hardship, or sudden crisis, express it in a clear and captivating sentence or two. This will give your story context and provide potential donors with a deeper understanding of the situation, and how the needs, which your crowdfunding campaign hopes to address, came to be.
Your funding needs
Clearly define the need or challenge you’re raising funds for. Share the urgency and the real impact on the person’s life. Where possible, include a transparent cost breakdown to help supporters understand exactly what their contributions will go toward.
Example: Porky’s People created a campaign to purchase 100 digital food vouchers worth R250 each to feed vulnerable families in Pietermaritzburg during the lockdown.
Donors appreciate honesty and clarity, especially when they can see how their donation will make a real difference.
If your campaign is time-sensitive, be sure to state your deadline or time frame clearly so supporters know when their help is most needed.
To build donor trust, clarify how the funds will be administered—whether they will be paid to a personal account or directly to service providers such as schools, hospitals, or non-profit organisations.
The Impact of your campaign
It’s important to clearly communicate the positive impact donations will have if the campaign is successful. This could include specific goals you hope to achieve or the positive changes that will occur in the beneficiary’s life. Donors contribute to causes because they are hopeful and empathetic individuals that want to be a part of the solution and know in their hearts that have made a meaningful difference.
Every donation to Nonny’s campaign brings immediate relief to children and families in Promiseland who would otherwise go hungry, especially over weekends when school feeding programs aren’t available. Your support helps Ikhaya Lethu serve hot, nutritious meals to up to 100 people at a time, offering not just food, but dignity, comfort, and hope.
Call to action
Encourage potential supporters to donate to your cause and share your campaign with their networks to help reach a wider audience. Reiterate your gratitude and remind donors of the impact they will help to create for your beneficiary. Additionally, include links to your social media channels where donors can receive regular updates on the progress of the campaign.
Editing
It’s important to take the time to edit and refine your message before sharing it with potential supporters. Keep your message short and concise, no longer than 200-500 words, and use paragraphs and comfortable spacing to separate your ideas. To highlight important information, consider bolding, underlining, or italicizing key phrases or words.
It’s also important to maintain a friendly and conversational tone throughout your campaign message. Don’t be afraid to inject some personality into your story, as it will put donors at ease and encourage them to support you on your fundraising journey.
Before sharing your campaign, be sure to do a quick spelling and grammar check. Consider asking someone you trust to proofread your story for you, as they may be able to catch errors or provide valuable feedback.
Visual Storytelling
Incorporating visual elements such as images, infographics and videos into your crowdfunding story can make your appeal more compelling to donors, as it brings the cause to life and adds a sense of relatability to your cause.
Studies indicate that fundraisers with a video tend to raise 4X more funds than those without, as it can build an emotional connection with potential supporters, increase credibility, and make it easier to convey complex information. When selecting visuals for your campaign, ensure that they are high-quality and relevant to the story you are sharing.
Sean Clarke, a Para-athlete from Johannesburg, provides a great example of an effective crowdfunding video. In his campaign to raise funds for James, a teenager in need of a prosthetic leg, Sean created a short yet impactful video introducing James and his lifelong struggles.
Updates & Milestones
To keep your supporters engaged and invested in your crowdfunding campaign, it’s essential to provide regular updates. Let your donors know when you reach important milestones and express your appreciation for their continued support. Share the impact that contributions have made, so that donors may see the measurable difference they have created. Regular updates not only build trust but also motivate continued support.
Conclusion
In conclusion, crafting a crowdfunding story is more than a mere appeal for donation it’s about creating a heart-to-heart connection with potential donors.
Showcase the real people behind their struggles and their dreams. Demonstrate the impact funds will have on your beneficiary and be transparent about how funds will be used.
By bravely sharing your story with authenticity and vulnerability, you can inspire others to join your cause and make a meaningful difference in the lives of those in need.
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Create a crowdfunding campaign
Over the past 8 years, more than R610 million has been raised on BackaBuddy for over 113,000 individual and organisational campaigns, thanks to the incredible generosity of more than 690,000 donors.
Raise funds for an individual or non-profit organisation.
The fundraising landscape is evolving at an unprecedented pace, presenting nonprofit organizations with both new opportunities and growing challenges. In this shifting environment, the ability to tap into diverse funding avenues is no longer a luxury but a necessity. One such avenue, crowdfunding, has emerged as a game-changer for nonprofits, offering a powerful way to engage supporters, amplify impact, and build financial resilience.
Recognizing this shift, two industry experts have joined forces to share their expertise in a groundbreaking new book, Crowdfunding for Nonprofits: A Guide to Activating Support Networks. Authored by Jill Ritchie, a seasoned fundraising consultant, and Erica Schofield, a crowdfunding specialist and CEO of Thundafund, this comprehensive guide provides nonprofits with the tools and insights needed to harness the power of the crowd effectively.
Crowdfunding: A Game-Changer for Non-Profits
Crowdfunding is far more than a passing trend, it is redefining the way nonprofits raise funds. With platforms like BackaBuddy and Thundafund offering direct access to potential supporters, organizations now have unprecedented opportunities to rally their networks and secure critical funding.
In Crowdfunding for Nonprofits, Jill and Erica delve into the mechanics of crowdfunding, offering a step-by-step roadmap for integrating it into existing fundraising strategies. Whether an organization is just beginning its crowdfunding journey or looking to refine its approach, this guide provides practical, evidence-based insights into launching successful campaigns. From the fundamentals of crafting compelling campaigns to leveraging behavioral science techniques, the book equips nonprofits with the knowledge needed to thrive in an increasingly competitive funding environment.
Backed by real-world case studies, up-to-date statistics from leading crowdfunding platforms, and easy-to-use checklists, the book serves as a hands-on resource. Its A4 format ensures easy reference, making it a valuable tool for organizations navigating the ever-changing fundraising landscape.
Building Resilience in a Challenging Landscape
As traditional funding sources become more competitive and unpredictable, nonprofits must find innovative ways to remain resilient. Crowdfunding offers more than just financial support, it fosters deeper community engagement and long-term sustainability.
Through the power of collective giving, organizations can mobilize grassroots support, strengthen donor relationships, and create a network of advocates who champion their mission well beyond a single campaign. Jill and Erica emphasize that successful crowdfunding is about more than raising funds; it’s about building an ecosystem of support that ensures long-term impact.
Meet the Experts Behind the Book
Jill Ritchie brings a wealth of experience to the field of fundraising. Having raised over R2 billion in her career, she is widely regarded as one of South Africa’s most accomplished fundraising consultants. Her expertise spans multiple sectors, including education, faith-based initiatives, and heritage preservation. As the author of 30 fundraising books, including Fundraising from UK Donors, Jill’s influence extends across borders, particularly in securing support from UK donors for Southern African nonprofits.
Pictured above: Crowdfunding expert, Jill Ritchie
Beyond her consulting work, Jill serves on the boards of various organizations, leading initiatives such as the UK Fund for Charities and the SA-UK Trust Network. Her passion for empowering nonprofits is reflected in her unwavering commitment to developing innovative and sustainable fundraising strategies.
Erica Schofield is an authority on crowdfunding, with a proven track record of helping organizations across South Africa, Zimbabwe, Kenya, Gambia, the US, and the UK harness its potential. As the CEO and co-founder of Thundafund, Africa’s largest rewards-based crowdfunding platform, she has played a pivotal role in transforming how nonprofits and entrepreneurs secure funding.
Pictured above: CEO and co-founder of Thundafund, Erica Schofield
Erica’s expertise stems from both personal experience and professional success. Her journey into crowdfunding began with launching her own business through a successful campaign, giving her firsthand insight into the intricacies of the process. With a background in theatre and cloud technology, she brings a unique blend of creativity and analytical expertise to the field, enabling nonprofits to craft compelling campaigns that captivate audiences and drive results. Through her consultancy, Circalyst, she continues to support social and environmental impact initiatives, demonstrating the power of crowdfunding as a catalyst for change.
The Book Launch and Special Offers
To celebrate the launch of Crowdfunding for Nonprofits, an exclusive pre-sale campaign is now live on Thundafund. This limited-time opportunity allows early supporters to purchase the book at a discounted rate while also accessing special rewards, including personalised, handwritten inscriptions from the authors.
In addition, backers can secure discounted tickets to the highly anticipated Annual Papillon Press Conference in May 2025, a premier event for nonprofit professionals looking to stay ahead in the evolving fundraising space.
Why This Book Matters
As financial uncertainty looms over the nonprofit sector, the need for adaptive and forward-thinking fundraising strategies has never been greater. Crowdfunding for Nonprofits is more than just a book, it is a strategic guide to future-proofing organizations in a rapidly changing world.
With its expert-driven insights, practical tools, and compelling success stories, this book empowers nonprofits to leverage crowdfunding as a sustainable funding mechanism. By integrating these strategies, organizations can unlock new opportunities, expand their reach, and build a dedicated community of supporters.
Now is the time for nonprofits to embrace crowdfunding as a core component of their fundraising efforts. With Crowdfunding for Nonprofits, Jill and Erica provide the ultimate playbook for making the crowd work for organizations in need.
Get your copy today and take the first step toward crowdfunding success. The crowd is waiting to support you.
98% of Instant messages are typically read within 3 seconds, making it the perfect way to reach out to your immediate circle.
If your campaign has media potential, you reach an unlimited audience of supporters.
